Television Advertisements for Alcoholic Drinks Do Reinforce Under‐age Drinking

Aitken, P. P.; Eadie, Douglas; Leathar, D. S.; McNeill, Robert; Scott, A C

doi:10.1111/j.1360-0443.1988.tb02555.x

Cited by 126 publications

(84 citation statements)

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“…42,43 Research has found that adolescent drinkers are more likely to have been exposed to alcohol advertising. [44][45][46][47][48][49][50] Given that children begin making decisions about alcohol at an early age-probably during grade school 50 -exposure to beer commercials represents a significant risk factor. 46,50 Minority children may be at particular risk.…”

Section: Tobacco Advertisingmentioning

confidence: 99%

Children, Adolescents, and Advertising

Strasburger¹

2006

Pediatrics

124

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Advertising is a pervasive influence on children and adolescents. Young people view more than 40 000 ads per year on television alone and increasingly are being exposed to advertising on the Internet, in magazines, and in schools. This exposure may contribute significantly to childhood and adolescent obesity, poor nutrition, and cigarette and alcohol use. Media education has been shown to be effective in mitigating some of the negative effects of advertising on children and adolescents. INTRODUCTIONSeveral European countries forbid or severely curtail advertising to children; in the United States, on the other hand, selling to children is simply "business as usual." 1 The average young person views more than 3000 ads per day on television (TV), on the Internet, on billboards, and in magazines. 2 Increasingly, advertisers are targeting younger and younger children in an effort to establish "brand-name preference" at as early an age as possible. 3 This targeting occurs because advertising is a $250 billion/year industry with 900 000 brands to sell, 2 and children and adolescents are attractive consumers: teenagers spend $155 billion/year, children younger than 12 years spend another $25 billion, and both groups influence perhaps another $200 billion of their parents' spending per year. 4,5 Increasingly, advertisers are seeking to find new and creative ways of targeting young consumers via the Internet, in schools, and even in bathroom stalls. 1 THE EFFECTS OF ADVERTISING ON CHILDREN AND ADOLESCENTSResearch has shown that young children-younger than 8 years-are cognitively and psychologically defenseless against advertising. 6-9 They do not understand the notion of intent to sell and frequently accept advertising claims at face value. 10 In fact, in the late 1970s, the Federal Trade Commission (FTC) held hearings, reviewed the existing research, and came to the conclusion that it was unfair and deceptive to advertise to children younger than 6 years. 11 What kept the FTC from banning such ads was that it was thought to be impractical to implement such a ban. 11 However, some Western countries have done exactly that: Sweden and Norway forbid all advertising directed at children younger than 12 years, Greece bans toy advertising until after 10 PM, and Denmark and Belgium severely restrict advertising aimed at children. 12 www.pediatrics.org/cgi

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Section: Tobacco Advertisingmentioning

confidence: 99%

Children, Adolescents, and Advertising

Strasburger¹

2006

Pediatrics

124

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“…There is certainly empirical evidence in support of the alleged influences of alcohol advertising (Aitken, Eadie, Leathar, McNeill, & Scott 1988;Aitken, 1989;Young, 2003).…”

Section: Introductionmentioning

confidence: 99%

Alcohol advertising and young people's drinking

2009

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Purpose -This paper aims to investigate relationships between reported alcohol consumption and exposure to alcohol advertising. Design/methodology/approach -A survey of young people (17-21 years) was carried out in which they were questioned about their alcohol consumption habits, types of alcohol they consume, exposure to alcohol advertising, and a range of other factors linked to drinking (e.g., parental and peer groups alcohol-related behaviour and attitudes). General alcohol consumption was measured within three time-frames: own lifetime, past year and past month. Findings -The results showed no significant relationships between exposure to any type of alcohol advertising (cinema, magazine, TV) and general alcohol consumption. Exposure to televised advertising for alcopops and for cider in each case emerged as a significant predictor of consumption of each of those types of alcohol. While there was no evidence that alcohol advertising plays a significant role in shaping general alcohol consumption among young people, it does seem to play a part in driving consumption of certain types of alcoholic beverage. Research limitations/implications -Self-completion questionnaires were used and the sample was based in central east England. Practical implications -The results can inform current debates about the role of advertising in young people's drinking. Originality/value -A wider range of alcohol-related consumption and alcohol advertising exposure behaviours was examined in this study than in most other published surveys that have investigated relationships between these classes of variables.

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“…6,16,19,a Although extensive research on alcohol advertising has not been conducted in Brazil, this debate began in the world more than 20 years ago. 1 There are two main types of studies on this theme: econometric ones and consumers' ones. Econometric studies usually analyze spending on advertisements (used to evaluate exposure and response) and total consumption (used to evaluate alcohol-related harms).…”

Section: Introductionmentioning

confidence: 99%